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An Investigation of the Relationship between Travel Agency Employees' Authentic Positive Emotional Labor and Customer Reactions

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2010, 34(3), pp.305-326
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

LEE, BONGKOO 1

1동의대학교

Accredited

ABSTRACT

Though the ultimate goal of employees' emotional labor is to maximize profits through customer satisfaction, few research has investigated the concept from the customer's perspective and the nature of it(i.e., authentic vs inauthentic). The aim of this study was to examine the influence of employees' authentic emotional labor on customers' reactions(i.e., customer evaluation on employees, emotional state, and customer satisfaction). A structured on-site survey was conducted with a convenient sample of people who visited travel agencies in Busan(n=202). The result revealed that employees' authentic emotional labor was positively correlated with all of customers' reactions(p<.05). Discussions and implications of the result were proposed.

Citation status

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This paper was written with support from the National Research Foundation of Korea.